Everyone has a podcast these days, it feels.
From movie stars and chief executives to guns for hire and fitness instructors—it has become the default method for all who want to “build a personal brand,” “add value,” or “monetize content.” The appeal is understandable: low overhead, creative control, and the odds of landing a worldwide audience.
The Podcast Gold Rush: A Special Investigation
The stats are eye-popping. There are over 5 million podcasts in the world and more than 100 million episodes worldwide, as of industry estimates. New shows flood platforms like Spotify and Apple Podcasts every single day.
But here’s what they don’t tell you:
- The typical podcast episode is downloaded fewer than 150 times.
- Almost three-quarters of all podcasts abandon the show after just 10 episodes—known as “podfade.”
- Very few podcasters ever make real money or grow their audience meaningfully.
Everyone’s Talking. Few Are Saying Anything New.
The great thing about podcasting is that it’s relatively simple to get started—and also relatively simple to give up.
It’s wonderful that anyone can start a podcast, but many people do without a message, strategy, or voice. The result? A deluge of shows that sound the same, say the same things, and fail to grab attention.
Listeners are smart. They don’t need another “Monday Motivation” or “Marketing Masterclass” unless it offers something new.
The Myth of “Build It and They Will Come”
Many creators believe their content alone will drive growth. But podcast discovery is a challenge. Unlike YouTube or Instagram, there’s no algorithm pushing new shows to the top.
You need to promote your podcast outside podcast platforms—on social media, email newsletters, blogs, and collaborations.
Time, Effort, and (Real) ROI
Creating a podcast involves much more than just pressing record:
- Research & scripting
- Recording & editing
- Guest outreach & scheduling
- Cover art & SEO-friendly titles
- Promotion & content repurposing
- Platform management & analytics
All of that requires time—and without an audience, burnout is inevitable.
The Cold, Hard Truth: Listener Fatigue is Real
People are overwhelmed with content. Between TikToks, YouTube videos, emails, and more, how much room is really left for a 45-minute podcast?
Standing out in today’s packed attention economy is harder than ever.
So… Should You Still Start a Podcast?
Yes—but with intention.
If you’re building a podcast to connect with a niche audience, tell impactful stories, or support a broader brand or mission, it can be incredibly powerful.
But if you’re starting a show just because “everyone else is,” you may be setting yourself up for disappointment.
Ask yourself:
- Who is this podcast for?
- What unique gap does it fill?
- Can I commit to a consistent schedule?
- Do I have a real marketing plan?
- Will this content have long-term value?
Final Thoughts
Podcasting is alive and well—but the gold rush is over. The next era belongs to creators who approach it with craft, care, and clarity.
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